Brand planning is about creating a blend of irresistible arguments as to why your offering is perfectly placed to meet the challenges of your key targets. The most successful companies identify a position in the market that only they can occupy, and this ‘only’ bit is important. Your brand needs to be different or why choose it?
BAM - a process for brand planning
Establishing what sets your brand apart and making it more
attractive is a complicated process. So a logical predefined
process is essential. Ours is called Brand Asset Management (BAM).
It asks seven key questions and provides the tools to answer them -
from confronting brand hierarchy issues to giving you an overall
positioning and developing segmented messages for your key
targets.
Positioning your brand
The result of brand planning won't be the actual positioning
your market encounters, just a very tight plan for what it should
be. We'll then use award-winning creative and extraordinary
powers of interpretation to make it real with carefully constructed
words and images.